Tuesday, May 17

Youtube: At 10, his channel earns him $25 million a year

His videos, followed by more than 31 million subscribers, depict his daily life: opening gifts, new toys, homework… Ryan Kaji, 10, is one of the highest paid YouTubers on the platform. And its success questions.

Since the age of 3, the young Texan has been performing on the Internet. His Ryan’s World channel has nearly 50 billion views to date.

And behind the success of the toddler, the investment of his father, Shion, and his mother, Loann.

It is indeed thanks to them that Ryan Kaji, whose real name is Ryan Guan, now collects contracts and juicy partnerships (Walmart, Target, Nickelodeon or even Amazon).

At 10, the star seed from Houston attracted the interest of the New York Times Magazine, which devoted an article to her. And depicted, first, an ultra-close-knit family bubble.

multicultural family

A microchip company manager, Shion moved to the United States from Japan in high school and “always speaks with a slight accent.” A science teacher, Loann had to leave Vietnam on a boat and lived with her family in “refugee camps in Malaysia and Singapore” before arriving in the United States.

Around Ryan and his parents gravitate, finally, the 5-year-old twins, Emma and Katie.

But the beautiful success story of the Kaji family, with a multicultural journey between Asia and America, is still far from unanimous. Among other things, because of a use deemed abusive of partnerships and sponsored videos.

Advertisements assumed or disguised?

The content of the Ryan’s World channel is indeed far, today, from the first videos where we saw the child choosing a toy at Target or unwrapping Easter eggs.

The toys are now big and expensive, and the videos almost all get close to a billion views.

According to advertising watchdog Truth in Advertising, which filed a complaint in 2019, “nearly 90% of videos included at least one product recommendation” aimed at children under 10.

And this age group would be far too young to distinguish between a simple opinion and an advertisement.

Moreover, the revenues generated by the channel – 25 million dollars each year, or 22 million euros – may seem exponential.

Even if, as recalled by New York Times Magazine, “We’ve been amazed at the income some YouTubers are making for more than a decade, and it’s not clear that these numbers are worrying or even more surprising.”


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